The World is Spiky â Th I t ti li ti The Internationalization Process
The World is Spiky â Th I t ti li ti The Internationalization Process
The World is Spiky â Th I t ti li ti The Internationalization Process
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Two types of compe<strong>ti</strong><strong>ti</strong>ve pressure<br />
coming from the environment<br />
1. Pressures for local adapta<strong>ti</strong>on – the spiky world<br />
2. Pressures for cost reduc<strong>ti</strong>ons through global<br />
integra<strong>ti</strong>on – the flat world<br />
– Conf<strong>li</strong>c<strong>ti</strong>ng and contradictory; being locally<br />
responsive can make it difficult to reap benefits<br />
of global l integra<strong>ti</strong>on<br />
<strong>ti</strong><br />
• Often expressed as the ’local vs global’ (or<br />
integra<strong>ti</strong>on vs responsiveness) dilemma
Change language